Development Needs And Measures Of News Reporters Of China Land And Resources News Agency In The Omnimedia Era

The competition between news agencies has entered an intense stage at the omnimedia age with the growing needs coming from viewers. As the foundation of the national economy and the social development, land and resources involve all industries and households, and serve as the backbone and safeguard of the economic development. With the further implementation of China’s reform, the reform of the land and resources area has focalized the interests and conflicts of all parties, and became a massive hit for all sectors of the society. The press is supposed to increase their media campaigns and guidance work at the land and resources area, and to create a healthy media environment for the administrative work at the land and resources area. As the official media of the Ministry of Land and Resources, the China Land and Resources News Agency is taking the omnimedia development opportunity to speed up its transformation and to create a “1+N” omnimedia propagation matrix that takes up the leading position of public opinions at the land and resources area. The new development trend requires the news reporters to be even higher qualified. In order to improve the media work at the land and resources area and to increase the authority, credibility and influence of the news agency, this paper takes the research approach to analyze the development status of the China Land and Resources News Agency and its news reporting staff, the agency’s development trend, and the staff’s development needs. The paper further proposes several measures to increase the agency’s omnimedia news reporting capabilities and to build a professional journalist team in the land and resources area.This paper utilizes the literature review, questionnaire survey, inductive analysis and summarization techniques to interpret the development trends and features at the omnimedia age and the challenges the omnimedia age imposes on the news reporters.It integrates the orientation and characteristics of the China Land and Resources News Agency to analyze the development needs for news reporters at this age. Under the omnimedia development context, the paper combines the research results, cause analysis, internal factors, and external factors to propose some measures that meet the development needs of the agency’s news reporters from the agency’s perspective. The measures include the improving of individual abilities, the construction of an omnimedia news reporter management system, the intensifying of the policy guidance,the upgrading of news professionalism, and the strengthening of teamwork.